旅游短视频可供性对用户冲动性出游意愿的影响研究  

Research on the influence of tourism short video affordance on users’impulsive travel intentions

作　　者：李万莲[1] 朱张洁 LI Wan-lian;ZHU Zhang-jie(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233000,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233000

出　　处：《青岛科技大学学报(社会科学版)》2025年第1期21-30,共10页Journal of Qingdao University of Science and Technology(Social Sciences)

基　　金：安徽省社会科学创新发展研究课题“场景理论视角下安徽非遗民宿的建设与创新性发展研究”(2023CX524)。

摘　　要：优化旅游短视频的制作与管理以提升短视频对用户冲动性出游意愿的影响效果,是旅游短视频营销的重要研究命题。可供性作为一种用于解释环境中的技术特征和行为主体感知之间关系的理论,在旅游短视频研究领域尚未得到充分重视。因此,基于“刺激-机体-反应”分析框架,构建以旅游短视频可供性为自变量、临场感和心流体验为中介变量、冲动性出游意愿为因变量的研究模型,采用问卷调查法收集研究数据,利用层次回归分析法和中介效应分析法对调查数据进行分析。结果发现:旅游短视频可供性的三个维度可视可供性、社交可供性和信息可供性均对用户的冲动性出游意愿产生显著正向影响;临场感和心流体验在旅游短视频可供性的三个维度与用户的冲动性出游意愿之间起中介作用;旅游短视频可供性的三个维度通过临场感和心流体验的链式中介,正向影响用户的冲动性出游意愿。基于此,从提高旅游短视频内容的制作品质、强化旅游短视频用户的互动体验、注重目的地旅游信息的有效呈现三个方面提出优化旅游短视频营销管理的对策建议。Optimizing the production and management of tourism short video to enhance their impact on users’impulsive travel intentions constitutes a critical research focus in tourism short video marketing.Affordance theory,which interprets the relationship between technological environmental features and subjective perception,has not yet received sufficient attention in tourism short video research.This study constructs a research model based on the“Stimulus-Organism-Response”framework,with tourism short video affordance as the independent variable,sense of presence andflow experience as mediating variables,and impulsive travel intention as the dependent variable.Questionnaire data were collected and analyzed through hierarchical regression analysis and mediation effect analysis.The results reveal that:the three dimensions of tourism short video affordance(visual,social,and informational affordance)all significantly positively influence users’impulsive travel intentions;sense of presence and flow experience mediate the relationships between the three affordance dimensions and impulsive travel intentions;a chain mediation effect exists where the three affordance dimensions sequentially affect impulsive travel intentions through sense of presence andflow experience.Practical recommendations are proposed to optimize tourism short video marketing management,including enhancing content production quality,strengthening interactive user experiences,and improving destination information presentation.

关 键 词：旅游短视频 可供性 临场感 心流体验 冲动性出游意愿 

分 类 号：F590[经济管理—旅游管理]